For many, pets are more than just animals—they’re family members. They share our joys, comfort us in our lows, and are there for life’s big and small moments.
When it’s time to say goodbye, the void they leave is immeasurable. Recognising the depth of this bond and the lack of proper avenues to grieve, Kelly Yan Yen Qun, a former architect, decided to bridge this gap.
To do so, she started Piepie Pet Memorial, a haven for pet owners to bid a heartfelt farewell to their beloved companions.
A personal loss that sparked a calling
The idea for Piepie Pet Memorial was born out of a deeply personal experience during the Movement Control Order (MCO) in Malaysia.
Kelly’s partner lost his dog, Pie, with whom he had shared an unbreakable bond for eight years. Having brought Pie from Australia to Malaysia, the dog was family. Yet, amidst the restrictions of MCO, Pie’s passing lacked the closure and dignity they wished for.
“It was heartbreaking to see how much he struggled with saying goodbye,” Kelly shared with Vulcan Post.
“It made me realise how little support there was for pet owners during such a difficult time. That’s when I decided we needed to do more for our furry kids.”
Driven by this conviction, Kelly delved into research, looking at countries like Japan, Taiwan, and Australia, where pet funeral services were already established.
With no prior experience in pet healthcare or funeral services, she looked to mentors, her entrepreneurial instincts, and sheer determination. By June 2021, as the MCO drew to a close, Piepie Pet Memorial was officially launched.
Beyond dogs and cats
While dogs and cats remain the main clientele, Piepie’s services soon expanded to accommodate a surprising variety of pets.
“One day, we received a request for a farewell ceremony for a hamster,” Kelly recalled. “That’s when it hit us—every pet, no matter their size, is deeply cherished by their owners.”
From hamsters to hedgehogs, parrots to turtles, and even koi fish and frogs, Piepie has honoured pets of all shapes and species.
The services offered don’t discriminate by size or type. Each pet receives a dignified farewell, with pricing varying based on size.
“Our philosophy is simple: All life deserves respect. Whether it’s a hamster or a gecko, their owners feel the same pain when they lose them. It’s not about the price or size—it’s about love,” she said.
According to their website, pet funeral packages start at RM250, with premium options reaching RM12,999. Each package has its own set of offerings tailored to meet different needs.
The process of compassion and care
Piepie’s services are meticulously designed to support grieving pet owners. The journey begins when a pet owner contacts the team.
Whether the pet has passed or is nearing its final days, Piepie ensures that every step is handled with empathy.
According to Kelly, one of the things that sets the business apart from others is Piepie’s offerings to include personalised memorial ceremonies, where pet owners can select private or communal cremations, memorial events, or unique farewell gestures such as photo displays and tribute sessions.
These ceremonies often feature meaningful touches like music, favourite toys, and paw print impressions to preserve cherished memories.
In addition, Piepie provides cremation and aftercare services, addressing the environmental limitations of traditional burials. Partnering with trusted providers, Piepie ensures families receive their pet’s ashes in beautifully crafted urns or as keepsakes like memorial jewellery.
Beyond the ceremonies, Piepie emphasises ongoing support for grieving families. About a week after the memorial, the team offers grief counselling to help owners process their loss.
“Many owners don’t realise the depth of their grief until the ceremonies are over,” explained Kelly. “The counselling helps them navigate this emotional journey, offering closure and peace.”
The emotional core of pet memorial services
Operating in a field that deals with life and death daily has been an enlightening experience for Kelly and her team. They’ve witnessed the profound bonds people share with their pets and the unique ways they grieve.
“Some might view pet memorial services as a luxury, but for those who see their pets as family, it’s a necessity,” the founder remarked.
“This isn’t just about providing a service; it’s about giving grieving owners a chance to say goodbye without regret.”
Kelly’s team approaches each case with empathy, recognising the highly emotional state of pet owners. Whether it’s a heartfelt thank-you note or a tight hug after the ceremony, these moments reaffirm the importance of their work.
“There’s no greater reward than knowing we’ve made a difficult time a little easier for someone.”
A growing industry with a purpose
The pet funeral service industry is still relatively nascent in Malaysia, but it’s steadily gaining recognition. Piepie has not only educated the public about its services but has also sparked conversations about how we honour our furry kids in their final moments.
“People used to think there were no options beyond burying their pets in the backyard. Now, they know they can give their pets the dignity they deserve,” she said.
Social media, TV programmes, and collaborations with key opinion leaders (KOLs) have played a significant role in raising awareness.
Kelly’s journey with Piepie Pet Memorial is a testament to the importance of empathy, respect, and innovation. What started as a response to personal grief has blossomed into a meaningful business that fills an emotional void for countless pet owners.
As Piepie continues to grow, Kelly’s mission remains unchanged: to advocate for respect, dignity, and grace for all furry kids on their final journey.
- You can learn more about Piepie Pet Memorial here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Piepie Pet Memorial
